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Odnosi sa javnošću u funkciji jačanja reputacije organizacija posebne namene

Public relations in function of strengthening of reputation of special purpose organizations

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2016
Disertacija4810.pdf (3.002Mb)
Ljupce_Stojanovic_izvestaj.pdf (267.8Kb)
Author
Stojanović, Ljupča
Mentor
Kostić-Stanković, Milica
Committee members
Filipović, Vinka
Radojičić, Zoran
Simeunović, Dragan
Kešetović, Želimir
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Abstract
Organizacije posebne namene su vrlo složene, kako po svojoj organizacionoj strukturi, tako i po načinu funkcionisanja, što se odražava i na mogućnosti i strategije razvoja odnosa sa različitim ciljnim grupama javnosti. Sa jedne strane, ove organizacije neretko predstavljaju zatvorene i izolovane sisteme, dok, sa druge strane, za njihovo efikasno funkcionisanje mora postojati podrška opšte javnosti, koja se može obezbediti jedino kroz plansku izgradnju i upravljanje reputacijom. Da bi se uskladilo funkcionisanje organizacija posebne namene sa opštedruštvenim interesima, neophodno je da sve aktivnosti odnosa s javnošću u organizacijama posebne namene budu ravnomerno zastupljene i njihovo sprovođenje koordinisano i integrisano, kako bi rezultat bio pozitivan imidž i reputacija date organizacije u javnosti. Pri tome, pažnja mora biti posvećena, kako eksternim, tako i internim komunikacijama, s obzirom da interna javnost predstavlja podjednako važan ciljni segment. U ostale aktivnosti odnos...a s javnošču, koje su od krucijalnog značaja za izgradnju reputacije organizacija posebne namene, spadaju: izgradnja institucionalnog identiteta i imidža, odnosi s medijima, organizovanje specijalnih događaja i komuniciranje u kriznim situacijama. Otvaranjem organizacije posebne namene prema različitim grupama javnosti, sprovođenjem planske, organizovane i pilagođene komunikacije sa svakom od ciljnih grupa javnosti ponaosob, postižu se željeni rezultati u vidu razvoja pozitivnih stavova i mišljenja o konkretnoj organizaciji, kao i interakcija sistema sa okruženjem u normalnim, ali i u okolnostima krize, kako bi se održala pozitivna reputacija.

Organizations for the special purposes are very complex, both in their organizational structure and the way of their functioning, which reflects on the capabilities and strategies of development of relations with different target groups of the public. On the one hand, these organizations are often closed and isolated systems, while, on the other hand, for their effective functioning, support of the general public must exist, which can be provided only through the planned construction and managing the reputation. In order to harmonize functioning of organizations for special purposes with general social interests, it is necessary all public relations activities of organizations for specific purposes to be equally represented and their implementation coordinated and integrated, so that positive image and reputation of the organization in public are achieved as results. In addition, attention must be paid to both external and internal communications, with regard to the internal public, wh...ich is equally important target segment. Among other public relations activities, which are of crucial importance for building the reputation of organizations for specific purposes, the most important are: building an institutional identity and image, media relations, organizing special events and crisis communications. By opening the organization to different publics and implementation of a planned, organized and adapted communication with each of the target public groups individually, desired results in terms of development of positive attitudes and opinions on a specific organization are reached, as well as the interaction of the system with the environment under normal, as well as in of crisis conditions in order to maintain positive reputation.

Faculty:
Универзитет у Београду, Факултет организационих наука
Date:
27-06-2016
Keywords:
reputacija / reputation / model / organizacije posebne namene / odnosi s javnošću / ciljne grupe javnosti / model / organizations for the special purposes / public relations / target public groups
[ Google Scholar ]
Handle
https://hdl.handle.net/21.15107/rcub_nardus_6762
URI
https://nardus.mpn.gov.rs/handle/123456789/6762
http://eteze.bg.ac.rs/application/showtheses?thesesId=3824
https://fedorabg.bg.ac.rs/fedora/get/o:12820/bdef:Content/download
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